How a customer survey of more than 1100 professionals helped the client to acquire one of the largest e-learning platform

Background and Challenge
Client’s Background:
  • A pioneer, not-for-profit industry association, is the apex body for over ~ $200 Bn IT BPM industry in India, an industry that had made a phenomenal contribution to India's GDP, exports, employment, infrastructure and global visibility.
  • In India, this industry provides the highest employment in the private sector.
Challenges Faced by Client:
  • Difficulties in Customer Survey Execution: The Client recognized the difficulties to undertake out market assessment study and provide consulting services including customer perception/ current satisfaction survey of 1100+ professionals and 50+ corporate. Hence, they contacted Ken Research and Strategy Advisory to carry out customer perception/ current satisfaction survey.
  • Limited Resources and Time to Identify the GTM Strategy: The client had limited resources and time period to understand the GTM approach for further identify major online courses providers and courses in emerging IT technologies domain, hence they outsourced this activity to Ken Research.
E-Learning Industry at Glance:
  • With the growth of artificial intelligence and digitization, the online education business is undergoing a digital revolution and is projected to witness a boom in requirement.
  • Companies are aiming on enlarging their portfolios with courses suitable for students from dissimilar industries.

Approach and Recommendations
Phase 1: To Curate Market Assessment for Online Courses
  • Ken collaborated with its client in identifying a comprehensive list of major Online Courses providers and potential end users categories.
  • In-depth and detailed discussions were carried out with the top decision making authorities.
  • India level survey of 1100+ respondents was sought to understand their decision making, paradigm, actions, COVID impact on their belief/ skill relevancy.
  • These discussions gave the client possible opportunity windows to know-how the market scenario of E-Learning Industry.
Phase 2: To Carry Out the Customer Survey and Analyse
  • The second phase of work focused on curation of CATI Survey for the survey with optimal parameters.
  • Multiple factors were considered into the account for survey design including customer preference for course v/s delivery mode v/s instructor v/s institute brand; what customer value most v/s what they wish to spend and more.
  • Identified courses from customer viewpoint that can grow v/s commoditized and the value they attach to upskilling/ service provider/ institute
  • The client was able to get clarity on detailed survey execution with eminent and noteworthy Primary Research by Ken Research in short span of time duration.
Phase 3: Formalized GTM Strategy to the Client
  • After identifying and analyzing the Online courses and providers, Ken provided quality GTM strategy roadmap, highlighting customer journey, customer preferences and more to the client.
  • Ken Research build the entire strategy oriented from demand side related to:
  • Time trends and financial willingness
  • Learners decision making and learner influencers & disappointments
  • Course Application
  • Course and partner preference
  • University trade offs
  • Course delivery mode
  • Geographical concentration
Result and Conclusion
Execution of a Large Base Customer Survey with Success
  • Ken Research delivered a structured and comprehensive customer perception survey for online courses with over 1100+ professionals which helped the client in decision making.

Standardized Parameters helped in Better Evaluation
  • Multiple factors basis upon both qualitative and quantitative parameters enabled the client to assess the entire strategy oriented provided by Ken Research with better understanding.


Value Add with Inferences
  • The client was able to understand that the Identification and upskilling/ reskilling needs of different customer base (working professionals, students pursuing PG, UG, interns)

Business Impact
  • Acquired E-Learning Platform and Increased Topline by 15%

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